Our name confuses people often, as "Waypost" is a word that has fallen out of use. If you know what a waypost is, you still might not know why a marketing company would choose to call itself that.
Our name was born out of a discussion about how much misinformation there is about marketing ... especially about marketing on the web. It's so easy for companies to fast-talk and sell you on a solution that sounds great, but you don't realize their information is bad until you've spent a fortune with them and you can't get them to return your calls. At Waypost, we feel called to be the company that stands out from the crowd by delivering not only exceptional support, but also by helping to guide you through the geek-speak and understand what you really need from your online marketing, and what you're really getting from your marketing budget.
A waypost is a guidepost that points travelers in the direction they need to go. When someone is lost or confused, it helps to have an established authority tell you what you need to do to get where you want to go. As technology and culture change, it can be maddening to try and keep up with every new digital marketing avenue. That is where we come in.
Since 2003, we have been pointing businesses from across the country in the right direction with guidance and help on a full range of digital and internet marketing services. Each client gets a customized digital marketing strategy that meets the needs of that particular business. Our team then implements that strategy in such a way as to make sure that each part is executed properly. These strategies have helped our clients achieve their business goals as well as given them direction in setting new ones.
How do we guide our clients?
We started helping businesses with digital marketing over 10 years ago (Facebook, Twitter, and smart phones didn’t exist yet.) Since that time, we’ve learned a lot about our clients, the digital world, and what it takes to succeed online. Our method for guiding our clients can consists of 4 basic points.
We learn about our clients.
Many marketing companies offer one-size-fits-all packaging that doesn't take into account an individual business' goals, strengths, weaknesses, differentiators, and competition. We don't think that's the best way to grow your business. When we create a marketing strategy, we have to know about all of that each client—who they are, who they want to be, what makes them tick—and we have to take that into consideration. We do this through meetings, emails, phone calls, research and much more. Sometimes we come across a company that hasn’t really asked these questions of themselves. That’s fine. We love getting to do that with them. This allows us to help create not just a website, but an online identity that accurately displays the company.
We stay on top of the internet.
This may seem like a no-brainer, but the reality is that it is more work than you might think. Every year, Google changes its search algorithm up to 600 times. More often than not, these changes are minor. Every once in awhile, however, they release something big. We take it on ourselves to keep an eye on that and help our clients adjust accordingly. When Facebook releases something new, our clients are ready for it. When mobile devices change, our clients’ sites are prepared. All of this is important to us because it helps us give each client the help and direction they need. By knowing the landscape and how it changes, we are able to be authoritative guides, directing our clients where they need to go.
We develop custom strategies.
Each company is different and each client needs different things from the internet. Some companies want to sell their product online. Some simply want their visitors to call them. Some need a social media presence and some do not. This is important because we know that no internet marketing strategy can come in a one-size-fits-all package. After we’ve learned what our clients need, we custom pick the pieces they need that fit within their budget. We provide guidance on Branding, Web Design, SEO, Social Media, Pay-Per-Click Advertising, Email Marketing, Blogging, Content Marketing, Reputation Management and so much more.
We analyze and adapt.
Unlike many web design companies, we do not simply build a site, put it out on the internet and let it sit. We have ongoing relationships with our clients that allow us to make changes and improvements when necessary. We set up Google Analytics on every site and we constantly analyze a site’s performance. This way we can provide our clients a clear ROI — which is vital to a company’s success. When we see negative changes, we evaluate and make adjustments. When the internet evolves and new avenues appear, we inform our clients where they need to be and what they need to do to be on top of each new market.
If someone asked you where your company was going and how you were going to get there, how would you answer them? When all of your competitors are on the internet, can you say that you have a clear strategy for how to compete with them? If not, contact us. We can provide that guidance that you're looking for to help you navigate your way through the digital marketing landscape.